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News Limited has launched a local online search engine which will compete with Telstra's Sensis website. The truelocal. com.au website will tie in News Limited's network of 100 community newspapers and target local businesses, which will be able to add their names to a database for free. News Limited says consumers will nd it quicker and easier to source their neighbourhood plumbers and other trades and services because the locality is given priority in the online search. People already turn to their community newspaper to nd a plumber or an electrician and now they can do that online as well. The trades and services sections of News Limited Community Newspapers will be rebranded truelocal and an advertising campaign to support the launch will also commence. 8 National Newsagent - March 2006 New Newspaper Marketing Organisation The new body will be located in Sydney and operational by the middle of 2006. The chairmanship of the new body will alternate between the CEOs of the member companies. The inaugural chairman, News Limited Chairman and CEO John Hartigan, said the primary role of the new body will be to help demonstrate the reach, in uence and value of newspapers as Australia's number one medium. "Newspapers are a contemporary and creative medium and still the most preferred single source of news, information and entertainment for Australians. They continue to reach the biggest audience more cost-e ectively than any other media," Hartigan said. Hartigan said the new body would develop a range of strategies aimed at promoting the e ectiveness of newspapers, raising their pro le as a medium and encouraging more creative use of newspapers among advertisers and agencies. "We reject the notion that newspapers are 'old media'. Newspapers deliver much better reach for advertisers than any other media and are the most in uential media among consumers. Newspapers also o er untapped potential as a creative medium. "However, as the media market fragments and competition for ad revenue and 'eyeballs' intensi es, it is more important than ever that the value of newspapers as a category is researched and marketed professionally," said Mr Hartigan. The new organisation also plans to work collaboratively rather than in competition with other newspaper industry bodies such as PANPA, the Australian Publishers Bureau and the Publishers National Environment Bureau which perform speci c functions. Mr Hartigan said the new body hoped to become a liated with the Newspaper Marketing Agency (NMA) in the UK and the Newspaper Association of America (NAA). "These groups have already shown how well the industry can work together on non-competitive issues of common interest. The NMA in the UK (www. nmauk.co.uk) in particular provides a very successful model which with its support we intend to use as the basis for our industry model in Australia," said Mr Hartigan. Source: Joint industry release News Ltd Launches Online Search Engine INDUSTRY NEWS Australia's leading metropolitan, regional and community newspaper publishers -- News Limited, Fairfax, Rural Press, APN News and Media and West Australian Newspapers -- have agreed to establish a new high-powered marketing body to promote newspapers as Australia's number one medium.